denzil dsa aerospace marketing: building sales & marketing - chinese & english version
DESCRIPTION
Aerospace Marketing: Building Sales & Marketing - Chinese & English versionObjectivesIntroduction to international Business aviation, Benefits of strong sales and marketing relationship, Ingredients to build and implement strong marketing and sales programs. Part One - Sales and Marketing -“The love-hate relationship” Part Two - Creating value for the Sales Force Part Three - Interactive Case studyTRANSCRIPT
Denzil D’SaJuly 28, 2011
Denzil D’Sa 丹佐尔 · 迪萨July 28, 2011
2011 年 7 月 28 日
Aerospace Marketing: Building Sales & Marketing // 太空业营销：增长销售和营销 //
既通过创造性带来成果
又确保您在充满乐趣中抵达目的地，而您的团队也不断成长
进步领先者性能推动愿景创意价值为核心
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AGENDA // 议程 // • Denzil D’Sa Introduction 丹佐尔 · 迪萨简历• Course Objectives 课程目标
– Marketing and Sales: The Love-Hate relationship– 营销与销售：爱恨交加的关系– Creating Value for the Sales Force – 为销售团队创造价值
• Interactive Case Study 互动式案例研究• Business Aircraft Example 邦巴迪实例• Objectives Revisited 目标回顾
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DENZIL D'SA BRAND STRATEGIST // MARKETING DIRECTOR
DENZIL D'SA, BRAND STRATEGIST / MARKETING DIRECTORDenzil D’Sa is a strong business leader with key qualities based on fundamental values. With the powerful ability to motivate and lead teams towards strong engagement for over 10 years of marketing experience in the luxury and technology markets. He has managed the International Brand and Marketing programs for three world-renowned luxury brands targeting the Ultra-High-Net worth individuals market worldwide. Under his direction, each of the three world-renowned business aircraft brands, Learjet, Challenger and Global have become a key market distinguisher for Bombardier. He has gone beyond social media to leverage technologies in all aspects of our life with proven result from the innovative use of technology to underscore leadership and ingenuity messages. Prior to Bombardier, Denzil worked at the Canadian Space Agency, in public, private, and community environments, working as MARCOM consultant as well as a radio Program Director.
See next page for translation 翻译见下页
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丹佐尔 · 迪萨品牌战略师 // 营销总监
丹佐尔 · 迪萨，品牌战略师 // 营销总监
丹佐尔 · 迪萨是一位优秀的商业领导者，他具备基于根本价值的关键品质。他在奢侈品和技术市场上有十多年的营销经验，有高度的能力激发和领导团队成就卓越的事业。他曾为三家世界知名的奢侈品牌管理国际品牌与营销计划，主打全球超高净值个人。在他的指导下，世界知名的三大企业客机品牌：“利尔喷气机”、“挑战者”和“环球”都成为邦巴迪在市场上鹤立鸡群的品牌。他还超越了社交网络，在生活各个方面利用技术手段，取得切实有效的革新成果，突出了领导力与独创性。丹佐尔在进入邦巴迪之前，曾经供职于加拿大空间局，在公营、私营和社区机构担任营销传播咨询师，以及电台节目总监。
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COURSE OBJECTIVES // 课程目标 // • Introduction to international Business aviation, 介绍国际企业航空• Benefits of strong sales and marketing relationship, • 强有力的销售与营销关系的益处• Ingredients to build and implement strong marketing and sales
programs. 构建和实施强有力的销售与营销的因素
Part One - Sales and Marketing -“The love-hate relationship”
第一部分 – 销售与营销 – “爱恨交加的关系” Part Two - Creating value for the Sales Force
第二部分 – 为销售团队创造价值 Part Three - Interactive Case study
第三部分 – 互动式案例研究
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SALES AND MARKETING // 销售与营销 //“THE LOVE-HATE RELATIONSHIP” “ 爱恨交加的关系”
• Sales and Marketing are on the same side, but they have very different views about how to get things 销售与营销处在同一侧，但是它们对于怎样做事情有非常不同的观点
• Sales tends to be action-oriented, focused on day to day relationships and the short term; 销售倾向于以行动为主导，注重与日常和短期关系
• Marketing tends to be more cerebral, creative and long-term oriented. 营销倾向于更多地以脑力、创意和长期为主导
• The two functions have different metrics, and compensation programs, leading to deep cultural divides. 这两种职能有不同的评价标准和报酬机制，导致深刻的文化裂痕
A strong sales and marketing relationship will lead to stronger customer relationships, and lead to long-term loyalty
强有力的销售与营销关系会形成强有力的客户关系并形成长期忠诚度
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CREATING VALUE FOR THE SALES FORCE
Creating Value for the Sales Force // 为销售团队创造价值 //
我们需要的成果 是通过富于灵感的创意产生的
进步领先者性能推动愿景创意价值为核心
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CREATING VALUE FOR THE SALES FORCE // 为销售团队创造价值 //
销售工具Sales Tools
品牌关系Brand
relationship
营销渠道Marketing Channels
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品牌关系Brand
relationship
• The Brand Relationship 品牌关系– The emotional relationship between a customer and a product– 客户与产品之间的情感关系– The core essence of the brand 品牌的精髓– Built on a culmination of messages experiences– 把多个讯息的体验构建成为一个顶点
CREATING VALUE FOR THE SALES FORCE // 为销售团队创造价值 //
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营销渠道Marketing Channels
• The Marketing Channels 营销渠道– All communication channels as part of a marketing toolkit– 所有的渠道组合都是营销工具包的一部分
– Advertising 广告– Web 网络– Trade Shows 交易会– Public Relations 公关– Marketing Collateral – 营销相关材料
CREATING VALUE FOR THE SALES FORCE // 为销售团队创造价值 //
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销售工具Sales Tools
• Sales Tools 销售工具– Creating unique customer experiences– 创造独特的客户体验– Direct Mail 直邮– Product Demos 产品演示– Product Comparisons 产品比较– Customized Presentations– 定制化介绍会
CREATING VALUE FOR THE SALES FORCE // 为销售团队创造价值 //
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CREATING VALUE FOR THE SALES FORCE // 为销售团队创造价值 //
销售工具Sales Tools
品牌关系Brand
relationship
营销渠道Marketing Channels
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CREATING VALUE FOR THE SALES FORCE // 为销售团队创造价值 //ELEMENTS OF CONSIDERATION 考虑因素
• The Market Context 市场情况– Personal Relationship – Relationship driven industry. – 个人关系 – 以关系推动的产业– Brand positioning (competitors) 品牌定位（竞争各方）– Effectively communicating 有效的沟通
PERSONAL RELATIONSHIP- RELATIONSHIP DRIVEN INDUSTRY // 个人关系 – 以关系推动的产业 //CUSTOMER LIFE CYCLE 客户寿命周期
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潜在客户 发挥影响者 销售总监 交接团队 总司令团队 拥有者群体
推荐的体验
客户的当前体验
产品体验 服务体验
触发 考虑 搜索 选择 购买 交接 拥有 更新
• 了解客户• 主动识别
客户的需求• 重视
• 确立我们的声誉和威望
• 对发挥影响者发挥影响
• 重视• 客户教育• 兑现“高
尔夫球场费”
• 促进附加值
• 重视• 诱导• 推含产品服务
• 演示附加值
• 创造个人化联系
• 要有针对性
• 促使客户参与
• 帮助决策• 创造关联
• 促使客户参与
• 协助购买• 创造关系• 欢迎
• 完美交货• 维持客户参与
• 强化决策• 协助持续
的决策过程• 培养关系• 庆贺各阶
段里程碑和最后完成
• 完美交货，贵宾体验
• 强化忠诚度
• 个人化服务
• 前瞻性地满足要求
• 前瞻性地识别新的需求和要求
• 发展和增进关系
Dassault: 达索： Technology driven positioning 以技术为推动的定位 Strong efficiency messages 讯息着重高效性 Perceived as leading edge 市场认可的领先性 Aviation mature approach 航空业的成熟方式
Cessna: 赛斯纳： Dependable positioning 可信赖的定位 Strong customer support messages 讯息注重客户支持 Perceived as America 市场认可的美国品牌 Aviation mature approach 航空业的成熟方式
BRAND POSITIONING // 品牌定位 //COMPETITORS 竞争者
Gulfstream: 湾流： Status positioning 定位为地位的象征 Product attribute messages 讯息着重产品特质 Perceived as the benchmark 市场视为基准 Aviation mature approach 航空业的成熟方式
Embraer: 安博威： Mixed positioning 混合定位 Mixed product messages 混合产品讯息 Leveraging design appeal 利用设计诉求 Perceived as a new player 航空业的成熟方式
BRAND POSITIONING // 品牌定位 //COMPETITORS 竞争者
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营销渠道Marketing Channels
销售工具Sales Tools
品牌关系Brand
relationship
EFFECTIVE COMMUNICATIONS // 有效的沟通 //FUSION OF THE 3 KEY ELEMENTS 三大元素的融合
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CREATING VALUE FOR THE SALES FORCE
Interactive Case Study // 互动式案例研究 //Business Aircraft Example 邦巴迪企业飞机实例
以榜样引领启发成长，克服挑战，创造成果
进步领先者性能推动愿景创意价值为核心
CONTACT ME FOR MORE//联系信息 //
DENZIL D‘SA 丹佐尔 · 迪萨
电话 PHONE: 514-518-8709
网站 WEB: www.denzildsa.com
电子邮箱 EMAIL: [email protected]
LINKEDIN: ca.linkedin.com/in/denzildsa
TWITTER: @reekooh